快閃店突然、短暫存在的特性，販售獨特、限量的商品，可能使消費者好奇，滿足其獨特性需求、引發衝動性購物傾向，若加上品牌形象與品牌忠誠度的驅使，可能有助於購買意願。因此本研究探討消費者獨特性需求、衝動性購物、品牌形象、品牌忠誠度及快閃店購買意願之間的關係，以及品牌忠誠度是否會中介品牌形象與購買意願間之關係。透過網路問卷發放回收了442份，並針對408份有效問卷進行分析。研究結果顯示獨特性需求對衝動性購物有顯著正向相關，且衝動性購物對品牌形象與品牌忠誠度有顯著正向相關。品牌形象與品牌忠誠度者對快閃店之購買意願也呈正向關係，且品牌忠誠度在品牌形象及購買意願間具有中介效果。 ;A pop-up store may show up unexpectedly for a short period of time and sales unique and limited-edition merchandises may increase consumers’ curiosity and satisfy their need for uniqueness, motivate their buying impulsiveness, to push brand image and brand loyalty and consequently drive purchase intention. Therefore, the present study seeks to explore the relationships among consumers’ need for uniqueness, buying impulsiveness, brand image, brand loyalty, and purchase intention at pop-up stores, as well as whether brand loyalty may mediate the relationship between brand image and purchase intention. A total of 442 respondents were recruited using online questionnaires, with 408 considered valid and retained for further analysis. The results show significant positive correlation between needs for uniqueness and buying impulsiveness, as well as buying impulsiveness toward brand image and brand loyalty. Brand image and brand loyalty correlate positively with purchase intention at pop-up stores, whereas brand loyalty serves as a mediator.
